Culture and Consumer Behavior
viena1992
cb_chapter_9.ppt
Consumer Culture
CHAPTER
NINE
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Example: Food Portions
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What is Culture?
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Culture, Meaning, and Value
Gives meanings to objects
Gives meanings to activities
Facilitates communication
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Culture, Meaning, and Value Examples
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Cultural Norms
Cultural norms
Rule that specifies the appropriate behavior in a given situation within a specific culture
Cultural sanctions
Penalty associated with performing a non-gratifying or culturally inconsistent behavior
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The Invisible Hand of Culture
Each individual perceives the world through his own cultural lens
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Culture Satisfies Needs
- Food and Clothing
- Needs vs. Luxury
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Dimensions of Cultural Values
Individualism
Masculinity
Uncertainty avoidance
Long-term orientation
Power distance
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Comparison of Values Across Countries
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How is Culture Learned?
- Socialization
- Learning through observation and the active processing of information about everyday experience
- Enculturation
- The way a person learns his or her native culture
- Acculturation
- Process by which consumers come to learn a culture other than their native culture
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Characteristics Affecting Acculturation
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Communication of Cultural Values
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Fundamental Elements of Communication
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Culture is Dynamic
- Evolves because it fills needs
- Certain factors change culture
- Technology
- Population shifts
- Resource shortages
- Wars
- Changing values
- Customs from other countries
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The Measurement of Culture
- Content Analysis
- Consumer Fieldwork
- Value Measurement Instruments
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Content Analysis
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Example: Samsung Refrigerator
Example: Thomas English Muffins
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Consumer Fieldwork
- Field Observation
- Natural setting
- Subject unaware
- Focus on observation of behavior
- Participant Observation
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Value Measurement Survey Instruments
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American Core Values
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